Oral Care is a huge industry, and for the most part, products and options available to consumers have been limited for quite some time. However, over the past few years, there has been a surge of new products and brands entering the oral care market.
There are many different categories within the Oral Care industry (45 of which were analyzed for this blog), and it can be tough to keep track of which ones are growing the quickest and have the most potential. Fear not, though! We’ve got you covered.
In this blog post, we will break down each significant Oral Care category that you should care about, one by one.
We took a hard look into which categories of oral care products are the most on-trend with consumers in 2023. Using our White Space AI tool, we’re here to help you determine which oral care products to add to or keep in your lineup. You’ll find our predictions for winning oral care categories for 2023 below.
Dental Guards
First on our list of categories to watch is Dental Guards. This product category is growing at an alarming 238.13 percent, and it’s expected to have a share of voice of 0.11 percent in 2023. If you’re not familiar with dental guards, they are essentially products that protect your teeth from grinding and clenching during sleep.
There are a few different dental guards available on the market, but the two most popular variants are the full dental guard and the partial dental guard. The total dental guard covers your entire teeth, while the partial dental guard only protects the front teeth. Examples like Oral-B’s lineup of Dental Guards are the types of products expected to see the most growth in this category.
Whitening Pens
Next on our list is Whitening Pens. While not as significant as Dental Guards, Whitening Pens are anticipated to grow by a staggering 198.20 percent. With a share of voice of 0.12 percent in 2023, this market is still up for grabs. Oral care customers are looking for on-the-go solutions, and Whitening Pens fit that need perfectly.
Whitening Pens are precisely what they sound like – pens filled with whitening agents that help you achieve brighter teeth and a sparkling smile. If you see people using products such as this Colgate Optic White Overnight Whitening Pen, it’s because the category is growing in popularity.
Retainer Cleaners
Retainers are a necessary part of orthodontics for many patients, yet they can be challenging to keep clean. That’s where retainer cleaners come in. Products like these from DentaKit are designed to make it simple and easy to keep your retainer free of plaque and bacteria.
Retainer cleaners are a relatively new category in the oral care space, but they’re growing fast. In 2023, we predict that this category will have a 0.06 percent share of voice to go along with a 176.74 percent growth rate.
Mouth Guards
Mouth Guards are another essential piece of oral care, and they come in a variety of shapes and sizes. If you’re looking for a Mouth Guard, you might want to check out these custom-made Mouth Guards from Bruxor.
They’re designed to protect your teeth against grinding and clenching during the night. Mouth Guards are a reasonably mature category in the oral care space, but they’re still growing. In 2023, we predict that they’ll have a 0.25 percent share of voice and a 51.65 percent growth rate.
Want more blog content like this for your R&D efforts? Check out our other recent posts here.
Electric Toothbrushes
Dentists have been recommending electric toothbrushes for years, and for good reason. They’re more effective at removing plaque and bacteria than manual toothbrushes, are more durable, and better prevent harmful oral diseases. In 2023, we project that electric toothbrushes such as Sonicare from Philips will have a 1.32 percent share of voice (the second-highest on this list) and a 10.01 percent growth rate.
Whiteners
Whiteners are one of the most popular oral care products on the market. They’re simple to use and can give you a brighter smile in minutes. One of consumers’ favorite whiteners is the Snow Teeth Whitening Kit. It’s affordable, easy to use, and practical, so it’s no surprise that it made it onto our predicted winners’ list.
In 2023, we predict that whiteners will have a 0.11 percent share of voice and a 2.05 percent growth rate. Nothing spectacular, but it’s clear that whiteners are here to stay.
Dental Floss
Every dental patient’s nightmare, plaque, is notoriously difficult to remove. That’s where Dental Floss comes in. It’s one of the most effective ways to remove plaque and bacteria from your teeth and gums.
So even though most people forget to use Dental Floss regularly (it’s one of the top New Year’s resolutions), it’s still one of the most essential oral care products. In 2023, we predict that Dental Floss will have a 0.46 percent share of voice and a 1.30 percent growth rate, and probably an even better year for innovative products in the category like this Quip Refillable Floss Pick.
Toothbrushes
What would a list of Oral Care industry products be without Toothbrushes? Every household uses toothbrushes, so it’s no surprise to see this category hold the largest share of voice (8.78 percent) on this list. They’re the most basic and essential Oral Care product there is, and they come in various shapes and sizes.
Oral-B, Crest, and a few others dominate the Toothbrush market, but that doesn’t mean there isn’t room for other brands to eat up some market share. In 2023, we predict that the massive Toothbrushes market will grow by 0.23 percent.
Oral Care Conclusion
So those are the Oral Care industry categories that we predict will be most popular with consumers in 2023. It’s clear that the industry is growing, and there’s still plenty of room for innovation. We can’t wait to see what Oral Care products hit the market over the rest of the next year and beyond.
For more insights on Oral Care trends, check out our recent webinar. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
